Helping You Join the Conversation

Our next book review is of Dave Kerpen’s New York Times best seller “likeable social media,” subtitled “How to DELIGHT YOUR CUSTOMERS, Create an IRRESISTIBLE BRAND, and Be Generally AMAZING ON FACEBOOK (and other social networks).”

As the subtitle might convey, Dave has a lot to say about how to do social media right. He begins early in the book by sharing an analogy about being at a cocktail party. As with any party, you encounter a wide variety of people on social media networks; those who are great story tellers, and those who bore you to tears. Then, Dave boldly asks which person you want to see again, or maybe even do business with.

We all instinctively know who we want to hang out with at a party, but as businesses, we tend to ignore some of the most basic niceties of human communication. We forget to listen, to ask questions, and to engage with people.

Dave reminds us of the elements that make people likeable, and applies them to businesses as well. His first chapter looks at the importance of listening, and to never stop listening. From there, he stresses the importance of knowing your demographics, as well as where and how to find them, then putting yourself in their shoes. Ask yourself, if you were your customer, what would you want?

Each chapter focuses on another aspect of likeability and how to apply it online; things like being authentic, honest and transparent, taking responsibility, responding to comments people make (both the good and the bad), providing value to the people you engage with, inspiring people with the stories you share, and integrating social media into your customers’ experience.

There’s not a lot that’s new in Dave’s book. Any child who has ever been taught their manners learns the same thing. Listen. Say “please” and “thank you.” Put yourself in the other guy’s shoes. Ask questions. Be nice. If you’ve done something wrong, apologize. Don’t be pushy or bossy. Play nice with others. Don’t run with scissors. (Well… That’s not really in the book, but you get the idea!)

However, Dave puts all of these simple things together in the context of developing a likeable social media presence for your business, even if you are hampered by regulations that hinder your ability to participate in social media. A significant benefit of using social media comes from listening to what people have to say, showing appreciation for their praise and concern for their frustrations, offering guidance when and how rules allow.

One thing I particularly liked is that at the end of each chapter, there are action items that help you to apply what you’ve just learned to your own unique situation. For example, Chapter 12, called “Share Stories (They’re Your Social Currency)” suggests that you write down your company’s founding story, and package it for easy consumption on social networks. This is more than writing a bio for your profile, or an “About Us” page on your website. This is about sharing the story that captures your unique “Why,” and it can be a very engaging and compelling connector between you and your audience.

It’s for this reason that I believe there’s something in this enjoyable book for everyone working with social media; both the newbie and the experienced veteran. So, if you’re looking for an engaging read that inspires you to be more likeable, I highly recommend reading Dave Kerpen’s “likeable social media.”

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About

Aleweb Social Marketing is dedicated to helping small businesses achieve their goals through the use of social marketing, which incorporates the use of customer retention tools, social networks, brand engagement, appreciation marketing, etc. We help you to develop a strategy uniquely suited to you, your business, and your goals, and provide the tools, training and implementation services necessary to get you on your way.

We’re passionate about helping you build loyal customers by sharing the care and concern you have for them. Our customers typically recognize that traditional marketing methods are too costly with little return. They are interested in using social marketing to reach out to their own clientèle, but haven’t yet figured out the best ways to do that.

We teach you how to find, and join, the conversations that are already taking place on the internet about you, your company and products, and your industry. So, why not let Aleweb “Help You Join the Conversation?”

Tara R. Alemany is the owner and founder of Aleweb Social Marketing. (In keeping with the times, her daughter created the “Aleweb” name as a mash-up between their last name and “the web.”) Tara brings more than 20 years of experience writing, training, and providing application support and business process analysis. All of these skills are used in helping her clients achieve their goals. She is frequently acknowledged for her speaking ability and knowledgeable expertise that she leverages to educate both technophobes and a variety of age groups.

She is also a contributing author for the Lead Change Group, which was recognized by Evan Carmichael as one of the Top Leadership Blogs of 2010 (ranking 13th in a field of 50 blogs). The Lead Change Group is committed to instigating a leadership change. Members of this group “encourage, energize and equip one another to apply character-based leadership to Lead Change… In Ourselves… In Others… and In Our Communities.”

As Tara works with different organizations and speaks to various groups, she regularly keeps her business’s guiding principle in mind, which is based on Ephesians 4:29. “Do not let any unwholesome talk come out of your mouths, but only what is helpful for building others up according to their needs, that it may benefit those who listen.”

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This blog will share thoughts and insights related to the use of social marketing combined with character-based leadership. Expect a new topic every few weeks.

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